MxMIndia

Tag: V Sudarshan

  • A syndicated study to track brand performance during IPL

    Hansa Research launches IPLomania 2021

    By Our Staff

    Hansa Research has launched syndicated study IPLomania to delve into brand performance. It will measure the returns on the advertising investments in terms of the recall of brands / ads.

    Said V Sudarshan, Sr Vice President, Hansa Research: “Last season saw a plethora of start-ups filling in for the usual IPL advertisers.  This season too we have some of them continuing.  The uplift that IPL gives to a brand is unparalleled and that is the main reason for this big pull. When contacted potential viewers of IPL last week, we noted that viewers are thrilled that the IPL is back in such a short period (six months) and are waiting for the season to begin.  The fact that the viewers cannot participate on the ground was not a deterrent for them nor was the fact that their favourite team will not be playing on their home ground. The IPLomania subscription this year has been a big plus for Hansa Research too. A lot of brands want accountability for their IPL spends and are investing on research to answer their queries.  IPLomania this season promises not just the research findings but have tied up with partners to help ecommerce and digital players with their own and their competition app reach and usage behaviour.  Along with this the study also help brands understand efficacy and visibility on their IPL team sponsorship spends.”

     

     

  • It will be a syndicated study to track brand performance during IPL

    Hansa Research launches IPLomania 2020 to track brand performance at IPL

    By A Correspondent

     

    With IPL coming back, Hansa Research, through its syndicated study IPLomania, has said it delve in to how these brands can exploit the opportunity in a relatively new version of the IPL.

     

    According to a communique, the last edition of IPL (2019) saw some 120 brands being advertised on the platform. This year Hansa is tracking all of those along with a few new brands that are expected to advertise in the 2020 edition. The current market dynamics have diversified the category pool that usually advertises on the IPL platform. New brands/ categories will be on air this year due to the IPL being scheduled in close proximity of the festive season. With a plethora of categories – E-Commerce, FMCG, Auto, E-Wallets, Alcohol, Gaming, OTT, Paints, Real Estate, Education, Smartphones, Telecoms, Electronic, Banking, Wires, Social Media, Oral Care – the clutter would be the most difficult to break this year.

     

    Said V Sudarshan, Senior Vice President, Hansa Research: “IPL turns 13, and everything about the event this time is different. Cricket enthusiasts are all looking forward to the new season right in the middle of the festive season, with a brand new sponsor, in a foreign land. What remains the same is the passion and awe-inspiring participation from the brands, which ultimately makes IPL a grand essential sports platform for advertising in the country,” adding: “We have crossed our expectations this year from IPLomania in terms of Revenue” which not only brings in some positivity amidst the gloom, but also reiterates the fact that brands are not just spending on IPL but are also keen in understanding how the spends have helped them.”

     

     

  • India’s largest consumer purchase study of its kind

    Hansa Research launches Festive Monitor 2019

    By A Correspondent

     

    Hansa Research has launched ‘Festive Monitor 2019’, a study to map the Indian consumer’s purchases around the festival season. The Festive Monitor will track consumer purchases across more than 15 product categories, including consumer durables, electronics, mobiles, jewellery, furniture and furnishing, consumables, apparel etc., over a five week period coinciding with the festival season. With a total sample size of over 14,000 respondents, this monitor will be spread over 16 towns with a population of over one lakh, covering decision-makers from SEC A and B in the age group 22 to 50.

     

    Said V Sudarshan, Senior Vice President, Hansa Research: “The Festive Monitor will cover key trends in category choices and allocation of money by the festival shoppers. The study will throw light on preferences in shopping formats for various categories, a key input to guide marketing activity,”

     

    Added Praveen Nijhara, CEO, Hansa Research: “Our 2018 report showed that Mobiles & Accessories, Electronics and Durables emerged as the most popular categories, with eight in ten consumers having shopped in one of these three categories. This year’s Monitor will cover aspects of Marketing activity like Promotions used & preferred during the festival, and Brands, Stores and Websites with the best traction.”

     

     

  • Hansa Research's IPLomania, a syndicated nine-season study on team loyalties and its impact on brand recall, throws up some interesting data

    Just why is IPL such a rage?

     

    By Anuka Roy

     

    It was the summer of 2008, every sportslover (rather cricketlover) was introduced to the Indian Premium League (IPL). IPL was an instant rage. If Twitter was popular back then, IPL would have definitely been a trending topic for weeks or even months. The excitement around the fact that players of different countries would now be teammates was another high point for this tournament. However, IPL as a brand has courted many controversies and criticisms in the past few years. But, how has it fared in its nine year journey?

     

    To answer this, Hansa Research released IPLomania,  a study on the nine seasons of the IPL which reveals interesting correlations between team loyalties and its impact on the recall value of the sponsoring brands.The study which started in 2008 (IPL – Season 1), completes nine years, covering 11550 F2F (face-to-face) CAPI (computer assisted personal interviewing) Interviews, panning 10 towns covering SEC ABC, hard-core IPL viewers, of age group 12+, this season, threw up some interesting data.

     

    Talking to MxMIndia, V Sudarshan,Vice President of Hansa Research explained the idea behind the study, “Initially when we started doing the study around the beginning of IPL, that is 2008, we have been asked to do this study by a client of ours who owns a team too. And, they basically wanted to know the profile of their followers, how stringent those followers are and what is the affinity for their particular team versus competition. Basically, how are they fairing in IPL, so, it was team owner related. When we started doing this, other team owners said they would also be interested in something like this and that turned it in to a syndicate study. While doing that the advertisers started asking why not ask the same respondents about the recall value. The premise behind this is, everyone including owners and the advertisers spending money on sponsorship, they wanted to know what is the recall of their brands in the IPL, considering the fact that IPL is the Kumbh Mela of advertising.”

     

    Some of the highlights are as follows:

    :: Chennai Super Kings (CSK), Mumbai Indians (MI), Kolkata Knight Riders (KKR) and Royal Challengers Bangalore(RCB) have more or less kept a consistent pool of players, giving their supporters ample time to identify themselves with the team. With a consistent core, their performances have been consistent and that has led to a consistent, loyal fan base.  In teams that are yet to settle their squad, marquee players play an important role in establishing a connection with the audience. Fans of Sunrisers Hyderabad (SRH) swear by their captain David Warner, whereas Glenn Maxwell rouses the passion for fans of Kings XI Punjab(KXIP).

     

    :: The study reveals a stark difference in the manner in which these sponsor brands are recalled by the audiences. Let us take an example of the ‘lead’ sponsors (whose logo appears on the jersey chest for each team). 8% of audience mentions the ‘lead’ sponsor on an average for any team, 27% of audience mentions ‘lead’ sponsor when it comes to the top 2 teams CSK and KKR and 2% of audience mentions ‘lead’ sponsor in case of KXIP and Delhi Daredevils(DD). In fact the brand recall for the CSK sponsor was as high as 42%.

     

    :: Team loyalty also plays a huge role on the recall value for a brand. Teams that have managed to consistently garner a loyal fan base, also manage to repay their sponsors in terms of a better brand recall.

     

    :: CSK and MI have emerged as the most consistent in garnering loyalties, and not just from their respective cities, so has KKR and RCB.

     

    :: Amongst the latest entrants,Gujrat Lions (GL) is increasing the fan base with their performances, while Rising Pune Supergiants (RPS) is struggling even with MS Dhoni at the helm.

     

    So, how has IPL fared this year? “Viewership numbers are growing and so are the followers. Initially, a lot of traction happened in the urban markets, right now, a lot of viewership is also coming from the rural areas and smaller towns too,” Sudarshan added.

     

    In conclusion, the study states, with a captive audience the IPL provides a tremendous opportunity for brands to be associated with the franchise, and more importantly recalled by their audience. The formula is to be consistent whether it comes to the squad or performance and strategic – like having a marquee player and giving him time to build a loyalty fan following.